WebAR at the Eurotier trade show, for Lely, by Logan Five

With accessible WebAR, you can enhance trade shows without increasing the floor space.

WebAR offers an interactive experience where no one can get hurt!

Lely at the Eurotier 2024 trade show, with Webar

WebAR at the Eurotier trade show.

Initial Situation

Lely, a leading provider of automated barn technology and robotics for the livestock industry, prominently showcased its innovations at EuroTier 2024 in Hanover and attracted new customers. The key challenge was to stand out in a highly competitive environment (over 2,193 exhibitors) and specifically target trade visitors. This was achieved using WebAR and other technologies in collaboration with Logan Five.

Objectives

Enhancing brand perception as an innovator in the field of barn automation and robotics
Generating qualified leads from German-speaking and international markets
Hands-on demonstrations of technical solutions and live interaction with prospective customers
Expansion of the network of partners, dealers, and consultants
Deriving insights and feedback from real-world experience to inform further development

Measures and Strategy

Trade Show Presence & Presentation

Lely utilized a modern booth design with clear branding and a focus on technology demonstrations
Live demonstrations of key products and concepts (e.g., feed pusher robots) were offered right at the booth
Integration of digital media (e.g., videos, WebAR, augmented reality, interactive displays) to explain how things work and provide background information

Product Focus & Highlights

A special focus was placed on the Lely Juno J2, the modern automatic feed pusher robot.
The Juno J2 was showcased in live demonstrations at the “Barn Robot Event,” alongside equipment from other manufacturers.
Other innovations from the Lely portfolio (e.g., solutions for barn automation, sensor technology, and digital barn management) were presented to demonstrate comprehensive solutions

Technical Program & Communication

Participation in technical presentations, expert sessions, and panels to position Lely experts as thought leaders
Distribution of brochures, white papers, and case studies to facilitate a deeper understanding of the technology
Use of social media and live coverage (e.g., of the event’s progress, product demonstrations) to increase reach

Transfer to a human agent: Live handover (chat/call/Teams) or ticket creation.

Accessible (WebAR): No app required; runs in a browser (mobile/desktop).
Data Protection: EU hosting options, logging with pseudonymization, opt-in/opt-out, data deletion policies.

Conclusion

Lely’s presence at EuroTier 2024 was a striking example of how technological innovation, brand strength, and emotional communication can be effectively combined. Through the strategic use of live experiences, digital interaction, and precise brand presentation, the company succeeded in conveying complex technology in a way that was both understandable and captivating.

Visitors were able to experience Lely not only as a manufacturer but also as a driving force for the future of agriculture—approachable, practical, and with a clear vision. The trade show presentation demonstrated that modern agricultural technology is most effective when it is not merely presented but brought to life.

In doing so, Lely reaffirms its commitment to consistently aligning technological development with the needs of farmers—while also underscoring that innovation always arises where enthusiasm meets responsibility.

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